Friday, June 3, 2011

Advertising ... cheap is not always good. I have had many non-clients tell me they have found a great deal on advertising with blah blah blah publication and have just signed a contract without doing their homework. There are a lot of great deals out there right now, it is true. The problem to their detriment is some people have repeat-bad-behavior syndrome and willingly sign up for the next good deal, and then the next good deal. And all of a sudden they have completely pissed away (for lack of a better word) their marketing budget with nothing to show for it because they did not take the initial research steps.

1. Is advertising a good fit for your business? Not all businesses benefit from ads - and if you do not know ask a marketing professional. I hear more often boo-hoo, "I wasted my money on X publication" than not.

2. Ask the publication for a media kit and rate card. The media kit will cover demographics (circulation, numbers, male/female readership, age, etc.). Demographics are key to determining if the publication is even a good fit for your business. Keep in mind cheap/expensive needs to result in results period. Please do not make me call you a "whambulance." Wha wha wha ( I am probably spelling this wrong).

Thursday, June 2, 2011

Size Matters. It really does. It never fails to amaze me that some people take a business card-sized ad and attempt to tell their whole life story on in minuscule writing. Come on people, as far as I am concerned, business card means business card. One other thing, if your marketing professional is not doing the research before recommending you buy the Wall Street Journal spread, you need to ask the "why's" behind it before agreeing to the purchase. Keep in mind who your audience is before advertising in a publication and ensure you have a tracking method, special offer, and/or discounted service. You will most likely be able to track results that make you feel all warm and fuzzy inside because you know your ad is working ... or not!

Paint by numbers - Oh NO. Please do not attempt to scare off your potential clients by designing your own ad. We all have our strengths and weaknesses ... please do not fool yourself into thinking you are a graphic designer. It will reflect poorly on your whole company. I have seen the whole glaring mess including bad fonts, bad colors, wrong fonts, day-glow pink (they still make that???). Hire a professional!

The LOUD and obnoxious pitch!! Gosh is this a "Sham-whammy" advertisement on the Shopping Channel? If not, tone down the pitch (copy). A loud, infomercial ad appeals to a small segment of your audience and will turnoff others. Now if this is YOUR segment, go ahead and create one of those "only-scene-on TV" advertisements. If not, please go with the nice, descriptive and information-based copy.

Wednesday, June 1, 2011

Here are a couple of signs that you attended the wrong networking event:

Lady Lecturer - bad format for new business. Most people attend new events for meeting people to create new relationships that result in business. It really is not a good idea to start lecturing the event attendees about business protocol in an attempt to snag new business. Here is the deal ... I really do not need a coach, but if I wanted one I would just ask - especially since I am not new to networking. Even more annoying, lady lecturer introduced the speaker at this particular luncheon and it was quite obvious that she did not even look at the speaker bio. She instead prattled on about herself and what she does for a living. Hello? Not about you lady lecturer -- and the poor speaker looked pretty reluctant to go up to the stage after her little performance.

Schizophrenic Meeting Agenda. If you are president of your organization, you need to stay in control of the meeting or at least have an agenda that makes sense. We attended a meeting last week that turned out to be a recruitment rally for a new organization. Let's just say the meeting agenda was all over the place, and the information disseminated really did not make a whole lot of logical sense. If your agenda is not making sense, I am pretty sure you are not going to get volunteers for the vice president of craziness position. The highlight of the meeting was when a new member stood up, gave her introduction, and basically asked if she could update us on the economy during lunch. Instead of squashing the craziness, we proceeded to listen to hear about how all of the banks will be shutting down in the next three days, a new currency will be issued, not to be frightened but to liquidate everything immediately. At this point, I was absolutely about to lose it in a fit of giggles. When I am sleep deprived, it really does not help my self control ... and by this point the meeting really went way off the radar.

I pledge Allegiance to What? I am a proud American and am perfectly fine with saying the Pledge of Allegiance to start meetings. Although, I have not said the Pledge of Allegiance since grade school, I do realize some networking groups start with this. The kicker happened when everyone had to turn around and say the Pledge to something that resembled a lawn ornament stolen from some party last 4th of July - thank God someone pointed out the "real" American flag in the room. I am really proud of myself for getting through this event.

My overall advice ... be wary of new groups and try to get the inside skinny before you spend two hour of your time subjected to the craziness.